Tricomponent Attitude Model

Explicit attitudes, on the other hand, are attitudes that are made by individuals consciously and therefore expressible. Whether or not attitudes are expressed also depends on social norms and individual’s attitude towards an object to react (Ewoldsen et al., 2014). Ewoldsen et al. (2014) argues that attitude and norms are only likely to influence behavior when the attitude and suggestive norms are activated when the decision is being made. Attitude and suggestive norms does (do) not play a role in (the) decision to engage in behavior when they are not activated. The central assumption of this model is that norms and attitudes always automatically accessed when in situations in need of decision-making (Ewolsen et al, 2014). Making this model …show more content…
Several researchers believe that it is not possible to measure three components of attitude since it is a single dimension and can be only favorable or unfavorable (Göthberg and Simonchi, 2013). Furthermore, critiques have discussed that the three attitude components must be consistent (Göthberg and Simonchi, 2013). However, Eagly and Chaiken (1993) has argued that it is not necessary for the components to be consistent because each component varies in strength (how strongly one feels) and valence (positively or negatively) (Göthberg and Simonchi, 2013). Bohner and Wanke (2002), confirms this and states that attitude can be determined by any one of the tricomponent attitude model (Göthberg and Simonchi, 2013). In addition, Kernan and Trebbi (1973) discussed that the tricomponent model is a hierarchy that flows from cognitive → affective → behavior. Paris et al., (2014) also discussed that based on an individual’s knowledge they can begin to build attitudes and expectations towards an object, idea, action etc. However, attitude strength is significant because it would determine whether or otherwise the individual would act upon their beliefs and or emotions (Maio and Haddock, 2009). In the case of Argan oil, individuals believe Argan oil is good for skin and they like Argan oil, however, if the affective and cognitive components …show more content…
According to Blythe (2012), these determining elements comprise of psychological factors such as perception, personal factors and social factors. Personal factors are attributes of the consumer that affects the consumer decision-making process. Personal factors include demographic factors, situation factors and level of involvement. Demographic factors are individual characteristic traits such as gender, age, ethnic origin, occupation and family life style that are the basis of segmentation. Situational factors vary depending on the consumer’s mental state or situation that encourages them to change. “Level of involvement” is the association or emotional attachment of consumers towards a certain brand or